SOCIAL. PHOTOGRAPHY. IMAGE COMPOSITING.

Player Editions

Inspired by life. Designed for the game.

NIKEiD

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The NIKEiD: Player Edition series features the inspiration behind the shoes worn by Nike Basketball's roster of top NBA players. Until now these players' shoes were one-of-a-kind exclusives, now they are made on NIKEiD.com with the same tools anyone can use. Each shoe is designed with the player in mind, using custom colorways and personal iD tags inspired by childhood memories, skills on the court, even fierce rivalries. Our goal was to shed light on the moments that made the shoe and inspire consumers to create their own on NIKEiD.com. 

Every shoe received the royal treatment with custom photo shoots and environments created from scratch that captures the essence of the story. All images were featured on Nike.com and as posts on the official Facebook and Twitter pages. Social posts were made during the games to reach Nike Basketball fans, giving them the opportunity to buy the shoes worn by their favorite players—or design a pair inspired by their own story.


CLIENT
NIKEiD

AGENCY
Ignition Creative


DATE
Nov, 2013 - June, 2014

ROLE
Art Direction, Design, Compositing

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TY LAWSON: Denver Nuggets

THE OTHER SIDE OF TY: Ty Lawson transforms into his speedy on-court alter ego, Chico, in new Zoom Soldier VII iD’s.

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JR SMITH: New York Knicks

BATTLE OF THE BOROUGHS: All eyes were on New York when JR Smith laced up his Team Swish KD VI iD’s in a matchup against his crosstown rival.

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DERON WILLIAMS: Brooklyn Nets

BATTLE OF THE BOROUGHS: Deron Williams aims to make Brooklyn proud in Hyperdunk iD’s proving he’s the true King of New York.

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PAUL GEORGE: Indiana Pacers

THE REMATCH: Wearing Hyperdunk Low iD’s, Paul George leads his band of brothers into Miami to prove they’re the best in the East.

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NICK YOUNG: Los Angeles Lakers

ODE TO HISTORY: Nick Young gets back to his roots with “MLPS” tagged on the inside of his Kobe 8 Pit Viper iD’s.

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CHRIS PAUL: Los Angeles Clippers

DRESSED TO IMPRESS: Preparing to cease the top spot in the West, Chris Paul dresses for the occasion in a pair of Argyle CP3 VII iD’s.

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KEVIN DURANT: Oklahoma City Thunder

WELCOMING IN THE NEW YEAR: Kevin Durant keeps his promise to shake up 2014 in Chroma KD VI iD’s that embody his transformative game.

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KEVIN DURANT: Oklahoma City Thunder

PRECISION PERFORMANCE: Stepping into the spotlight, Kevin Durant makes his next big move debuting KD VI iD’s in the Precision Pattern.

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KEVIN DURANT: Oklahoma City Thunder

CHINESE NEW YEAR: A shout out to his fans in China, Kevin Durant lights up the court in a pair of KD VI Harmony iD's to celebrate the Chinese New Year

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NICK YOUNG: Los Angeles Lakers

SWAGGY ON THE ROAD: Nick Young’s distinctive street style debuts on the court in a pair of all-yellow Kobe 8 iD’s.

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KEVIN DURANT: Oklahoma City Thunder

MAKING HIS MARK: Inspired by the street art that surrounded his childhood home in Maryland, Kevin Durant makes his mark in KD VI iD’s.

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TY LAWSON: Denver Nuggets

THE BLACKOUT: When the spotlight's on, Ty Lawson is lights out.

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JR SMITH: New York Knicks

COMING INTO FOCUS: JR Smith has the ball. The crowd disappears. The lights go down. The noise dies out. It’s about the game.

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CHRIS PAUL: Los Angeles Clippers

HERO STATUS: Chris Paul delivered a pair of these custom CP3's to the shoe's designer: 11- year-old Massai Walker and CP3's biggest fan.

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GIANNIS ANTETOKOUNMPO: Milwaukee Bucks

THE GREEK FREAK: Making his All-Star Game debut, Giannis Antetokounmpo steps off the pedastal and into the spotlight.

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BLAKE GRIFFIN: Los Angeles Clippers

MARDI GRAS: While they call for beads in New Orleans, Blake Griffin catches big assists Mardi Gras style in Jordan Super Fly 2 iD's.

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LeBRON JAMES: Miami Heat

MASKED CRUSADER: It’s not the mask. It’s his game that defines him.

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CREATIVE DIRECTION
Chris Eyerman, Anyez Cheung, Nick Boes

ART DIRECTION
Nick Boes

PROJECT MANAGEMENT
Lizzy Ruiz

DESIGN
Nick Boes

PRODUCTION DESIGN
Austin Greene


IMAGE COMPOSITING
Nick Boes

COPYWRITING
Arin Delaney

SKETCH ARTIST
Jason Badower

PHOTOGRAPHY
Cullin Tobin, Justin Ponce

IN-GAME PHOTOGRAPHY
Property of Getty Images

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